For years I worked with retailers and product manufacturers who talk a lot about ‘customer experience’: defined as building loyalty through meeting customers’ needs and wants.
This blog explains the difference between needs (which are functional) and wants (which are emotional). Unlike wants, needs can be researched, identified and measured. Is ‘customer experience’ the same thing as ‘donor experience’? I think it could be.
It is easy to find out donors’ needs. Whenever I’ve done any research into this the same thing comes up: donors are motivated to give when they know how donations are spent and how they make a difference*.
It’s much harder to identify what donors want because (like customers) they often don’t know until they get it. So, how can we find out what donors want?
To find out, stay tuned for the next 140-word blog.